Re: Same Keyword - Different Match Type

There is something that happens here called "keyword crossover" in which the system has to decide based on your account (QS & Bid) which version of the keyword in an ad group to use. You can limit that by running an experiment to test which version will work better.

Re: Same Keyword - Different Match Type

Negative keywords supersede any positive keyword. If you add [rose] as a negative keyword, you will get a message on your positive keyword that it is not getting triggered since you have a negative keyword blocking it. Not the other way around.Also, with respect to your original question, yes, the CPC ideally should be lower in adgroup B since the Seqrch Query exactly matches your keyword, your ad will be triggered from ad group B. And since it is a more restrictive matchType, we have seen that CPCs are lower for those. But again, this depends totally on your keyword and business category.About using same keyword in different match types - this is a good idea and you should do this so that you can understand which matchtype for a particular keyword works better for you. About putting them in different adgroups - It is your choice. Both are valid forms of structuring.I generally put them in the same adgroup and then maybe break this adgroup out only if I see a very huge performance difference between match types (which I have done only once out of about 80-90 accounts)

Hope this Helps!

Cheers,Shweta

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